Mercedes-Benz in Mexico has come up with two brilliant print ads to promote their Intelligent Light System that provides 60% more visibility on the road. The ads feature silhouettes of a cow and a deer standing in the middle of the road at night. The headlights of the Mercedes behind them are so bright that they create an “X-ray vision” of the insides of the animals.
Beautiful, funny and memorable ads that get their point across with a minimum of art. Excellent.
It’s a fine line though, which other companies need to keep in mind. These types of ads can be taken too seriously and then you run the risk of not delivering on your “promise.”